Understand how Open Bidding works with Google Ad Manager, how multiple demand partners can compete for publisher inventory, and how publishers can use demand competition to support yield optimization.
Open Bidding is a server-side auction approach integrated with Google Ad Manager that allows participating demand partners to compete for eligible publisher inventory.
Open Bidding is a programmatic monetization solution available within Google Ad Manager. It allows publishers to invite eligible third-party demand partners to compete in an auction for their advertising inventory.
Instead of relying on a single demand source, participating demand partners can submit bids for an impression. Google Ad Manager can then use the auction outcome as part of its ad-serving decision.
Open Bidding is different from client-side header bidding because the demand auction is handled through server-side infrastructure rather than requiring every demand partner to make a direct browser request.
Open Bidding can give publishers another way to bring demand sources into competition for eligible advertising inventory.
Publishers can work with multiple participating demand partners instead of depending entirely on a single source of demand.
Eligible demand partners can submit bids for available inventory. The resulting competition can create additional opportunities for publishers to improve yield and monetization.
A simplified view of how multiple demand sources can compete for the same publisher impression.
Open Bidding uses server-side communication to allow participating demand partners to compete for eligible inventory.
A simplified example showing different demand partners competing for the same impression.
Both approaches allow multiple demand sources to compete, but their auction architecture and implementation can differ.
| Feature | Open Bidding | Header Bidding |
|---|---|---|
| Auction environment | Server-side infrastructure | Client-side or server-side |
| Ad server integration | Closely integrated with Google Ad Manager | Bid results are typically passed to the ad server |
| Browser involvement | Lower direct demand-request involvement | Can be higher for client-side implementations |
| Demand competition | Participating demand partners | Configured demand partners |
| Main consideration | Demand availability and auction performance | Latency, configuration and demand coverage |
| Publisher setup | Configured through supported Google Ad Manager functionality | Usually requires a header bidding solution or wrapper |
Open Bidding can provide publishers with additional opportunities to manage and optimize advertising demand.
Additional demand competition can create opportunities to improve the value of available advertising inventory.
Multiple participating demand partners can compete for eligible publisher inventory.
Publishers can evaluate demand performance and use competition as part of their yield optimization strategy.
Open Bidding can connect publishers with supported third-party demand sources.
Publishers can analyze demand performance, auction results and monetization trends.
Publishers can optimize demand configurations based on inventory, performance and revenue data.
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